Australian jetsetters are increasingly embracing artificial intelligence to plan their holidays, with new research from Compare the Market finding that 28.8% of Aussies have relied on AI tools to lock in deals, scout destinations and discover recreational activities.*
According to Compare the Market’s latest data, more than one in 10 Australians surveyed (11.5%) say they’ve used AI to look for destination recommendations.
The data also found that Aussies are utilising AI to:
- Find deals: 10.3%
- Find recreational activities: 9.4%
- Find accommodation: 9.4%
- Create itineraries: 9%
- Find flights and transportation: 8.2%
- Understand currency conversion: 3.2%.
Compare the Market’s Chris Ford said it wasn’t surprising to see so many Australians embracing AI to assist with their vacations.
“Australians love a good holiday and have never been afraid to ask for help when planning the perfect getaway,” Mr Ford said.
“Our latest data highlights a shift in the way travellers are approaching their planning, with convenience, personalisation, and speed driving the adoption of innovative AI tools. It’s likely that travellers are using these tools in addition to chatting with travel agents, conducting desktop research or seeking ideas and inspiration from social media.
“AI is evolving at a rapid rate and as it becomes more accessible and intuitive, it’s not surprising that travellers are relying on new technology to help shape their dream holidays.”
However, Compare the Market’s data found that generations weren’t embracing AI in the same way. Older generations were more likely to be resistant to using AI, with 93% of Baby Boomers and 76% of Gen X respondents stating they had never used it to plan a holiday. This was significantly higher than Gen Z (48%) and Millennials (56%).
The data found that Gen Z and X are more likely to use AI to assist with destination recommendations. Baby Boomers primarily use it to source accommodations, while Millennials top the list for using AI to hunt down recreational activities.
“Younger generations have always had this type of technology at their fingertips, so it makes sense that they would be the age groups more likely to embrace AI to book in deals, build day-to-day itineraries and empower them to plan a holiday with confidence,” Mr Ford said.
“On the other hand, older generations are more likely to have grown up chatting to a travel agent or expert about their holidays and may be more hesitant about new types of technology.”
Mr Ford said while AI can be a helpful tool, the onus is on travellers to ensure they’re receiving appropriate guidance.
“AI can be a great starting point when planning a holiday, but always ensure you’re crossing your ‘t’s and dotting your ‘i’s,” Mr Ford said. “Many of these tools and services are still in their infancy stage and may not be 100% accurate, so do your own research to ensure you’re equipped with the right tools and information for your trip. The last thing we want to see is anyone getting themselves into a potentially dangerous or unsafe situation based on the recommendations from AI.”
And, no matter how you plan a holiday, Mr Ford said travel insurance was worth considering.
“Travel insurance is designed to protect you against unexpected events when you’re travelling domestically or internationally and AI may not be forthcoming with these types of incidents,” Mr Ford said. “The type of cover offered by insurers can vary, but consider policies that cover scenarios for the kind of holiday you’re booking. These may include overseas illnesses and injuries, booking cancellations, flight delays and cancellations and even lost or stolen luggage.”
*Survey of 1,013 Australian adults, conducted June 2025.
Phillip Portman | 0437 384 471 | [email protected]
Compare the Market is a comparison service that takes the hard work out of shopping around. We make it Simples for Australians to quickly and easily compare and buy insurance, energy, and home loans products from a range of providers. Our easy-to-use comparison tool helps you look for a range of products that may suit your needs and benefit your back pocket.
